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Today, Taco Bell launched its mobile app to order and make payments from your mobile device. The free mobile ordering app gives consumers complete access to every Taco Bell ingredient to create what they want, when they want it – all in the palm of their hand.

As part of the launch of its mobile-ordering and payment app today, Taco Bell has blacked out its social media channels, including Facebook, Instagram and Twitter, and even its website. The idea is to play up the announcement and attract attention with a Twitter feed, Facebook page and website all showing nothing but a black screen as of this morning. Each of those pages, the company said, will only offer a link to the app download, which will be available for both iOS and Android phones.

“Today as food culture changes and generations grow up with smartphones, our customers seek restaurant experiences that fit their lifestyle,” said Taco Bell President Brian Niccol in a statement. “We believe mobile ordering and payment is the biggest innovation since the drive-thru. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food.”

The chain also hopes to prompt conversation with its #onlyintheapp hashtag. That hashtag is meant to illustrate that customers at Taco Bell can now view and select specific ingredients for their food with the app in a way they previously weren’t able to, according to a statement.